Bank service and relationship quality as drivers of consumers' attitudinal loyalty

Radomir, Lǎcrǎmioara and Plǎiaș, Ioan and Wilson, Alan (2015) Bank service and relationship quality as drivers of consumers' attitudinal loyalty. Romanian Journal of Marketing, 2015 (2). pp. 80-92.

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Abstract

While there is agreement among researchers with regard to the importance of both service quality and relationship quality in fostering customer loyalty, scarce interest has been shown to investigate the two key marketing constructs in an integrated model. The current paper proposes and tests an integrated model which hypothesizes that service quality, relationship investment and relationship quality lead to a positive response on behalf of customers. Using structural equation modelling on data collected among Romanian bank customers, we show that bank customers' attitudinal loyalty is driven by each of the three relationship quality dimensions, namely relationship satisfaction, relationship trust and relationship commitment.

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